Articles published in peer reviewed international journals (SCI,SSCI,Arts and Humanities)

Soomro, S. A., Soomro, S. A., Ibrahim, B., & Aljarah, A. (2026). Managerial green leadership behavior and its impact on employee environmental citizenship behavior: the mediating role of green intellectual capital in the hospitality sector. Journal of Sustainable Tourism, 34(4), 1135-1156. https://d - 2026

Aljarah, A., Ibrahim, B., Hazzam, J., & Alam, F. (2026). Isolation marketing: social isolation and virtual gift donation intention. Management Decision, 64(6), 2279-2296. https://doi.org/10.1108/md-07-2024-1685 - 2026

Aljarah, A., Rodriguez-Sanchez, C., Fedorova, L. O., & Soomro, S. A. (2026). The nexus between corporate AI social responsibility and ethical AI brand advocacy: do ethical brand identification and AI learning anxiety matter?. The Service Industries Journal, 1-32. https://doi.org/10.1080/02642069.202 - 2026

Aljarah, A., Ibrahim, B., & López, M. (2025). In AI, we do not trust! The nexus between awareness of falsity in AI-generated CSR ads and online brand engagement. Internet Research, 35(3), 1406-1426. https://doi.org/10.1108/intr-12-2023-1156 - 2025

Aljarah, A., López, M., Ibrahim, B., & Lahuerta-Otero, E. (2025). Fleeting goodness: how ephemeral CSR content shapes message engagement and avoidance. Marketing Intelligence & Planning, 43(8), 1644-1659. https://doi.org/10.1108/mip-01-2024-0057 - 2025

Aljarah, A., Ibrahim, B., Hazzam, J., & Soomro, S. A. (2025). The nexus between green influencers and green customer citizenship behavior: do environmental self-identity and dynamic norms matter?. British Food Journal, 127(10), 3825-3841. https://doi.org/10.1108/bfj-03-2025-0254 - 2025

Ibrahim, B., Hazzam, J., Ali Qalati, S., Aljarah, A., & Dobson, P. (2025). Building a tribe on Instagram: How User-generated and Firm-created Content can drive brand evangelism and fidelity. Journal of Marketing Communications, 31(8), 905-924. https://doi.org/10.1080/13527266.2024.2338788 - 2025

Ibrahim, B., Aljarah, A., Hazzam, J., Elrehail, H., & Qalati, S. A. (2024). Investigating the Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust. FIIB Business Review, 13(5), 570-585. https://doi.org/10.1177/23197145221147 - 2024

Shaheen, R., Aljarah, A., Ibrahim, B., Hazzam, J., & Ghasemi, M. (2024). Make it real, make it useful! The impact of AR social experience on brand positivity and information sharing. British Food Journal, 126(8), 3157-3176. https://doi.org/10.1108/bfj-12-2023-1118 - 2024

Ibrahim, B., & Aljarah, A. (2024). The role of social media marketing activities in driving self–brand connection and user engagement behavior on Instagram: a moderation–mediation approach. European Journal of Innovation Management, 27(5), 1723-1742. https://doi.org/10.1108/ejim-08-2022-0452 - 2024

Aljarah, A., Sawaftah, D., Ibrahim, B., & Lahuerta-Otero, E. (2024). The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter. European Journal of Innovation Management, 27(4), 1160-1181. https://doi.org/10.1108/ejim-05-20 - 2024

Cordero-Gutiérrez, R., Aljarah, A., López, M., & Lahuerta-Otero, E. (2024). Make me happy, make it credible – the effect of CSR message framing on online brand engagement. Management Decision, 62(2), 532-548. https://doi.org/10.1108/md-01-2023-0049 - 2024

Aljarah, A., Ibrahim, B., Lahuerta-Otero, E., & García de los Salmones, M. D. M. (2023). Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense. Current Issues in Tourism, 26(20), 3397-3410. https://doi.org/10.1080/13683500.2 - 2023

Aljarah, A., Dalal, B., Ibrahim, B., & Lahuerta-Otero, E. (2022). The attribution effects of CSR motivations on brand advocacy: psychological distance matters!. The Service Industries Journal, 42(7-8), 583-605. https://doi.org/10.1080/02642069.2022.2041603 - 2022

Sawaftah, D., Aljarah, A., & Lahuerta-Otero, E. (2021). Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing. Sustainability, 13(18), 10266. https://doi.org/10.3390/su131810266 - 2021

Articles published in other peer reviewed international journals

Aljarah, A., Ibrahim, B., Soomro, S. A., Dalal, B., & Celik, F. (2026). Two decades of customers as good soldiers: mapping the scientific evolution of customer citizenship behavior. International Journal of Quality and Service Sciences, 1-35. https://doi.org/10.1108/ijqss-12-2025-0347 - 2026

Hazzam, J., Dobson, P., Singh, B., Ibrahim, B., & Aljarah, A. (2026). Digital marketing capabilities and SME performance: the influence of market orientation and the complementarity effect on customer relationship management capabilities. Journal of Research in Marketing and Entrepreneurship, 28(1-2 - 2026

Ibrahim, B., Awwad, R. A., Hazzam, J., Hamdan, S., & Aljarah, A. (2025). The influence of chatbot social presence and media appeal on brand likability and usage intention: Evidence from Coffeehouse brands. Journal of Foodservice Business Research, 1-29. https://doi.org/10.1080/15378020.2025.2595316 - 2025

Ibrahim, B., & Aljarah, A. (2023). The era of Instagram expansion: matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 29(1), 1-25. https://doi.org/10.1080/13527266.2021.1984279 - 2023

Ibrahim, B., Aljarah, A., Hayat, D. T., & Lahuerta-Otero, E. (2022). Like, comment and share: examining the effect of firm-created content and user-generated content on consumer engagement. Leisure/Loisir, 46(4), 599-622. https://doi.org/10.1080/14927713.2022.2054458 - 2022

Aljarah, A. (2022). Environmental Marketing Strategy and Customer Citizenship Behavior: An Investigation in a Café Setting. International Journal of Hospitality & Tourism Administration, 23(5), 1030-1054. https://doi.org/10.1080/15256480.2021.1905582 - 2022